Lipton Teas & Infusions fruit and herbal tea brand Pukka has appointed a new agency to run its global account as part of plans to drive ambitious growth plans across key markets.
Independent agency Special London has beaten three “top tier” agencies to the brief, following a competitive pitch and will take over the strategic and creative lead on the business.
Pukka Herbs was founded by Sebastian Pole and Tim Westwell in 2001, and acquired by Unilever’s Ekaterra in 2017. Five years later, Unilever sold its tea business, including Pukka to CVC Capital Partners, which was then rebranded as Lipton Teas & Infusions.
Pukka’s 24 blends and assortment gift boxes are available across most EU markets, the US, Canada and Australia. In the UK, Pukka is stocked in all major UK supermarkets, at health food shops such as Holland & Barrett and Planet Organic as well as online at Ocado.com and Amazon.
The company also owns the Lipton and PG Tips brands.
Special London is said to have won the business on its creative strengths and expertise in connecting brands to culture. The agency, which has offices in London, Auckland, Sydney, Melbourne, Los Angeles and Wellington, also works for Peloton, Uber Eats, baby charity Tommy’s and Tourism New Zealand.
Pukka global brand equity and communications head Eileen Smith said: “We are looking to bring a fresh cultural lens to the brand, strengthening Pukka’s relevance amid the challenges and stresses of today’s world.
“The team at Special London shared some exciting ideas during the pitch process. We can’t wait to get started and together take the purpose-born Pukka brand to the next level.”
Special London chief strategy officer Emily Harlock said: “Pukka is a beautiful brand – inside and out. It punches above its weight at fixture so we’re really happy to be able to help the brand find its voice culturally and creatively. The client team is brilliant with big ambition for the business and brand. Our chemistry was great from the beginning, and the teas are delicious to boot.”
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